The importance of building a strong brand identity and the subsequent brand image portrayed is one of the most valuable learnings I am taking away from the SFM unit.

I have learnt that adjusting strategy can help recreate and refresh brand identity. Adapting the 4 M’s model (Varley et al., 2018 forthcoming) Saint Laurent updated its image by rebranding and recreating its value proposition by utilising its competencies.

Men – They re-vitalised their primary resources and hired Hedi Slimane as creative director. He maintained a singular vision and a consistent approach to transform Yves Saint Laurent into Saint Laurent Paris focusing on highly commercial products.

Money – Saint Laurent increased advertising spending and reinvested significantly into communications to promote their change to a younger rock and roll archetypal brand.

Minds – With a new brand personality, they also re-envisaged their brand reputation. Hedi Slimane created a new ‘mood’ for the brand looking to youth and pop culture. Engagement was ensued by intense marketing and advertising and they have created a devoted tribe of followers. A positive brand image is created through these marketing campaigns that use ambassadors like Marilyn Manson to reach these consumers.

The brand now implements a user oriented positioning. Adapting image and identity has successfully generated a new brand DNA for Saint Laurent and subsequent equity. This unit has helped me understand how strategic choices revitalised the brand.

(Dazed, 2017)



Dazed (2017) Saint Laurent Music Project. Available at: (Accessed: 7 December 2017).

Varley, R., Gee, E., et al. (2018 forthcoming) Fashion Management: A Strategic Approach. Chapter 2 & 4.

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